Data and optimization. Demographic versus psychographic. Proprietary versus 3rd party research. Big challenges and opportunities. Big discussion.
In navigating the complicated questions of data ownership, optimization, insights and metrics, both Dunham and Micek spoke of the need for agency partners to have a seat at the table at the beginning of the process.
“It begins with an open dialogue with the agency,” Micek said, as a means of ensuring greater understanding of common goals and desired outcomes among all parties. Listen to what Micek says about communicating with your agency partner here – and what happens when you bring someone in at the end of the process here.
For Dunham, when it comes to optimization and programmatic, the best thing to do is to just jump right in. “As I learned being on the client side, never be afraid to say ‘How are you doing that?’” Learn more about the first step in data analysis for Dunkin’ Donuts, the company’s view of privacy issues and what Dunham thinks keeps him young here.
Watch more of this engaging discussion here and view all the round table discussions with senior industry executives at www.LegendsLeaders.org.
The Legends & Leaders Video Series was made possible by a generous grant from Warner Brothers Media Sales and is presented by Jack Myers KnowledgeExchange and MediaVillage.
A Seat at the Table: Season 2 of Legends & Leaders Videos with Jack Myers
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